The current adult population was born when plagiocephaly is uncommon, as babies were placed on their stomachs to sleep. The Sudden Infant Death Syndrome (SIDS)* led to the 1994 launch of the Back to Sleep campaign in the US. Parents were informed of the importance of back sleeping and encouraged to place their babies sleeping on their backs instead of tummies. While it has successfully reduced the occurrence of SIDS, there is a significant increase in the number of plagiocephaly cases (statistics for Asia is unavailable at this point). *Sudden Infant Death Syndrome (SIDS) refers to the sudden, unexpected death of an infant under 1 year of age – a major cause of death in infants between 1 month and 1 year of age in the United States and this happens most often during sleep.